Коммуникативно-прагматические особенности «лайфстайл-инструкции» как интернет-жанра в культуре потребления
There are a number of theoretical frameworks that lend themselves to interpreting textual meanings socially. These include Critical Discourse Analysis, Functional Stylistics and various schools of genre analysis both in this country and abroad. One of the most important albeit not conceptually unambiguous terms across these various approaches is genre. The term bears witness to the well-established idea that many instances of discourse often exhibit similar features in terms of language selections and textual strategies. In terms of genre, this is said to be attributable to similar communicative contexts that discourse enacts. Another term that also cuts across many approaches is the term discourse itself used broadly to signify the language use in general and/or specific texts seen as embedded in their communicative contexts. However, it seems that many studies could benefit from exploring genres drawing on the term discourse in its distinct Foucauldian sense as particular ways of representing the world. Indeed, by doing so discourse and genre can be used to generalize about different textual properties of one and the same text and/or type of texts, which allows to locate the text/type not only in the immediate communicative context but in the larger sociocultural practice as well. This is especially important when the study of genres in terms of linguistic variation is meant to complement the study of the same genres as a social phenomenon at large. One such constellation of genres that can benefit from this approach is lifestyle media, which is a relatively new phenomenon owing its recent surge in popularity largely to the development of the Internet. Lifestyle media has been extensively explored from social and cultural perspectives but only marginally so from the perspective of linguistic variation. The purpose of this article is therefore to explore specific textual features of one lifestyle media genre, thus outlining a framework for subsequent analysis of similar texts. Drawing on the theoretical framework of critical discourse analysis, a sample text from a popular men’s online magazine was analyzed in terms of its lexicogrammatical properties. The results indicate that some of these properties are attributable to the ways this text figure in a specific communicative situation and is used to act discoursally in it. Other properties reflect a certain repertoire of meanings associated with consumer culture and its discourse in general. This mapping of textual features onto actional and representational meanings contributes to the critical study of texts as configurations of genres and discourses. In a broader perspective, the results can illustrate how textual features reflect both professional practice of lifestyle journalism and consumer culture that this practice is arguably embedded in.